eCommerce is not the way of the future, it’s the way of the present. Consumers are now fully comfortable researching products and making purchases online. Even from their phones. Not only are people buying online, they are involving themselves in the entire shopping experience on the internet.
This is a pretty straight forward process for typical consumers in the B2C world. Let’s imagine that you want to buy a new pair of hiking boots. You start by googling, reading articles, reading reviews, comparing prices, looking for the best deal and you make your purchase. The web shopping experience is different than the buying experience a decade ago, but overall it isn’t that complex.